Premium Essay

The Tablet Market in Australia

In: Computers and Technology

Submitted By 05rewait
Words 1889
Pages 8
Table of Contents 1. Synopsis 3 2. Introduction 4 3. The market as of Q4 2012 4 4. Demographics and Psychographics of the customer based on segmentation of the market 5 5. How Apple Inc. is reaching different market segments with its range of products 6 5.1 Apple iPad positioning matrix 6 5.2 Different market segments and how they are targeted with Apples iPad range 7 6. Perceptual maps of Apple Inc. and Samsung products in the market today 8 7. Apples Inc.s’ competitive advantages and positioning against its competition 9 7.1 Hardware advantages 9 7.2 Price positioning 9 7.3 Model availability 9 8. Characterisation of a potential Apple IPAD customer 11 9. Value proposition to be considered by an advertising agency. 12 10. Conclusion 12 11. Reference 13

1. Synopsis

This report details the current Tablet market in Australia with a focus on the Apple iPad. The report shows how it successfully competes with the market and why. A characterisation of a potential iPad customer is shown on page 10. Positioning matrices are shown on page 6 and 8 that detail where the iPad stacks up with the competition. Websites were used as sources in this report and are fully referenced on page 12. This Report was compiled by a college student in March 2013.

2. Introduction

The tablet market in Australia consists of three main products produced by various companies under different licences that apply to the respective operating systems. This report details the composition of the market share and the data relating to this.

3. The market as of Q4 2012

Todays tablet market in Australia consists of 3 major products that are in close competition with each other. The market consists of Apple Incs’ iPad product line, Android tablets and Windows tablets. Windows and Android tablets are manufactured by various licenced...

Similar Documents

Premium Essay

Blackberry Case Study

...Blackberry’s objective to sell 100,000 units of the new Blackberry Playbook 2 within the first year upholding an annual growth of five percent in an international market are attainable if Joe Smith chooses to enter the following countries ranked in order: Hong Kong, Saudi Arabia, and Australia. The method used to score the countries is based on taking the sum of the each of doing business rate and the inflation rate minus the GDP per capita percentage increase from 2009 to 2012. Ranked #1 is Hong Kong with a score of 2 + 3.7 – 22 = -16.3. As a result of this scoring method, Hong Kong is rated first when choosing a country for Blackberry to expand its market in. Having a fast-pace environment and with all its technological advancements, Hong Kong is one of the world’s most connected cities. They have experienced a fairly large increase in their GDP per capita at 22% over the past four years (2009-2012), while experiencing a low inflation rate of 3.7%. In addition, Hong Kong has a ranking of 2 on the Ease of Doing Business Index which has remained stable over the past five years. These factors contribute to determining whether or not the Blackberry Playbook 2 can succeed in the current environment. About 84% of Hong Kong’s population lives above the poverty line so already this suggests that majority of the population can afford to purchase cellphones as a commodity. There is a high usage value for cell phones with a penetration rate of 163%. Hong Kong is known to be one of......

Words: 1387 - Pages: 6

Free Essay

Current Economic News

...misleading claims about the connectivity speed of the latest iPad. Apple had advertised on there website as an iPad with WIFI+ 4G capabilities, the tablet is unable to use the 1800MHz frequency which is Australia’s existing 4G network. The ACCC is a part of government that aims to encourage competition in a stable environment and to look after the consumer so the consumers do not believe that they are being taken advantaged of by the misleading claims. This misleading claims or a consumer being feeling cheated allows the Australian Competition Consumer Competition to intervene in behalf for the consumer. ACCC had to intervene in behalf of the consumer when apple had made misleading statements about their latest product the iPad. Australian Competition and Consumer Commission believed that apple had made misleading statements about their connectivity speed of the iPad. The basis for this intervention is to maintain or enforce competition within Australia and by the misleading claims the company apple was misleading the consumer by the reference to 4G capabilities. To maintain or even enforce competition ACCC has to intervene to allow the consumer the choice of choosing the product and to have the information about the product before making a decision on the product to purchase. ACCC intervenes to monitor or foster competition so no single market participant has enough influence to determine the going price for the good or service. In Apple’s case the misleading information......

Words: 810 - Pages: 4

Premium Essay

Australian and New Zealand Online Shopping Market and Digital Insights

...accommodation, event ticketing, financial services products and media downloads, as these categories are not included in the retail sales statistics. Purchases of items from online auction sites (such as eBay) are also excluded, but purchases of fixedprice items from sites such as eBay are included in the analysis. Online shopping is defined as occasions where a transaction is made online (generally with the payment being made at the time of the transaction) and excludes online browsing or research with the transaction subsequently being made in a physical store or via the telephone or another channel. All business-to-business (B2B) online purchasing is also excluded. The report is based on a comprehensive survey of 1,200 consumers (1,000 in Australia and 200 in New Zealand) between the ages of 15 and 65 who have shopped online in the past 12 months, with online shoppers being asked to record their online shopping behaviour in terms of total online shopping expenditure, both overall and by merchandise category, the reasons that they shop online and how they shop online (in terms of access, purchasing behaviour, payment methods and so on). The survey was conducted in May 2012. Similar surveys were undertaken in 2010 and...

Words: 3211 - Pages: 13

Premium Essay

Marketing Blog

...goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. I believe this product placement was done exceptionally well as it was not so brief that the viewer missed it or not too long where it distracts viewer from the TV itself. Entry 2: HP Firesale HP last year released their much anticipated webOS based tablet HP touchpad. However, it did not get the popularity that it hoped. With stiff competition from market leader Apples Ipad and many android based tablets, consumers did not want to invest in another operating system. As such HP decided to pull the plug on their WebOS operating system which they acquired from Palm. In order to liquidate their remaining units of tablets they put on a firesale. In Australia the tablets were sold at 98$ for the 16GB model and 149$ for 32 GB model. This generated a lot of interest among people as they were retailing for 599$ and 699$ respectively before. The tablets were sold out in minutes. There was a total stock of 25000 tablets in whole Australia. This was a good marketing strategy by HP to cut...

Words: 1013 - Pages: 5

Premium Essay

Commercialisation of Tablet Tv

...streaming such as YouTube. Consequently the purpose and concept about television have been changed. Traditionally it is electronic device that shows fixed channels offered by television broadcasters but more people nowadays want TV that can provide interactive features, for example watching video contents from the web whenever they wish to, accessing Internet, even want to have social network services, Facebook or Twitter. Accordingly many big TV manufacturer acknowledged new demand in the market and it led them to produce interactive TV, so called smart TV, of which is connected to Internet offering wide range of service, such as, on demand video steaming, running applications. Although it is still in infant stage, many people predict it will grow fast to suppress the traditional TV within next five or six years. Concept behind new business opportunities is to make Smart T.V. integrated with motion sensor that is able to recognise human motion or gesture. Basically it is a mix of tablet PC and smart T.V., which can be controlled by human gesture. Its primary purpose is to offer display unit with human interaction, however, upon future advance in technology it is not just limited to household entertainment device but can be extended to other areas .For example, it can be used in medial field which doctors are required to perform complicated surgery for patients who live in remote areas by controlling machine with hand gestures. Similarly, it can be exploited to mining......

Words: 4390 - Pages: 18

Premium Essay

Consumer Behaviour

...launching a product i.e. Tablet. Table of contents: * Understanding consumer behaviour * Advantages * Disadvantages * Conclusion * Appendix Understanding consumer behaviour Studying consumer behaviour helps a company to set up its goals and marketing strategies. To understand a consumer’s psychology in order to improve an organisation’s marketing tactics is essential; it helps firms and organisations to study the behaviours, choices and needs clients make to consume a product or service. Hawkins (2007, pg.22) stated, “The consumer decision process intervenes between the marketing strategy and the outcomes. That is, the outcomes of the firms marketing strategy is determined by its interaction with the consumer decision process. The firm can only succeed if consumers see a need that its product can solve, become aware of the product and its capabilities, decide that it is the best available solution, proceed to buy it and become satisfied with the result of the purchase.” Marketers use a number of ways to analyse consumer behaviour including behavioural, emotional and cognitive. Solomon (2013, pg. 3) concluded that various factors influence consumers to make choices to buy products including their friends, social media, society and culture. Kumar (2009, pg. 181) proposed that it is very important to keep the values, beliefs and morals of customers in mind. Especially, while introducing gadgets like mobile phones, laptops and tablets, it is vital if the......

Words: 957 - Pages: 4

Premium Essay

Jb-Hifi Analysis Report

...introduction of a handful of electronic gadget which captures the attention of consumer. However, this growth focused on a few products such as smart phones, tablet, and music player while the rest of the products are slowing in terms of growth. Despite competing in a broad market environment, JB Hi-Fi is able to outperform its competitor and placed them well ahead in the market gaining a large marker share. JB Hi-Fi tries to achieve its objectives of expanding its market share by adopting 3 strategies that taps on the current retailing trend. Although its strategy matches with the change in its external environment, there are several issues that affect the implementation phase of its strategic management. This issues need to be addressed in order to successfully implement its strategies. Its current strategy is working in the short run despite experiencing issue with its implementation phase. This is reflected by JB’s current performance as they are experiencing growth even in a turbulent year in 2011. Overall, beside a few issue with its implementation phase, JB Hi-Fi is working effectively towards its future strategy as well as objective. The retail industry is ever-changing and thus, appropriate strategies have to be constantly updated in order to keep close with the current trend in order to maintain a constant market growth. Table of Content Executive Summary 1 Table of Content 2 1. Introduction 4 2. Strategic Analysis 4 2.1 External Environment......

Words: 6196 - Pages: 25

Premium Essay

The Newspaper Industry

.................................................. 8 Efficiency and Equity ............................................................................................. 10 Conclusion ............................................................................................................... 12 References ............................................................................................................... 13 1 Executive Summary The objective of this paper is to offer an in-depth analysis the economic situation of the newspaper publishing industry in Australia within the microeconomic scope. The paper analyses transformations of the industry brought by digitisation and the fast paced technology development. It discusses how digitisation and technology affects the demand and supply of printed newspapers. It also looks at the elasticity and efficiency and equity of newspaper in the current market. This paper is divided into four section. Following an introduction (Section 1.0), then Section 2 .0 introduces the economic concept which will be used through the paper. Section 3.0 analyses the economic state of the newspaper publishing industry using...

Words: 3149 - Pages: 13

Free Essay

Situation Analysis of Student Beans Ltd

...1. Introduction People will create and collect information everyday to learn, understand and make decision (Kaye, 1995). However, it appears in variety of platforms, for example, television, website, social media, high street and magazine etc. In 2005, Student Beans (The Beans Group, 2014) established an platform that integrates all the useful information and resources for university students in the UK. It is a hub in the internet for students to search for discount, jobs, articles under the aim of ‘making student life a little more awesome’. Recently year, there are more incoming challengers like UniDays and Student Money Saver founded in 2011 and 2010 respectively. The competitiveness of these information hubs has been increasing. This essay aims to generate a situation analysis for Student Beans (SB) in terms of macro environment, marketing environment and microenvironment. 2. Macro Environment Analysis According to (Baines, Fill and Page, 2008), external environment is explaining the elements do not affect the companies or organizations, usually in a long-term basis. Moreover, these elements are out of companies or organizations’ control. Although the elements in external environment are out of control, it is crucial to SB to examine and evaluate. Hence, PESTEL will be the tool to examine the external environment. 2.1. PESTEL framework PESTEL framework is defined as political, economic, social, technological, ecological environment and......

Words: 1382 - Pages: 6

Premium Essay

Marketing Assignment

...Price……………………………………………………………………...7 Place……………………………………………………………………...8 Promotion……………………………………………………………….10 Summary………………………………………………………………...13 Appendix A- Bibliography………………………………………..…….14 Introduction Apple ipad is a world’s first tablet computer launched by Apple Company on April 2010 all over the world. It is launched by Apple Company after a huge marketing campaign about its features. It is usually marketed for audio and video media ground for example audio books, games, movies etc. Company has manufactured an ipad using strong in-built applications. The gadget permits the individual to work in several locations and as a result the individual can experience what they didn’t on some other device. It is new and completely different device yet for browsing internet with additional unique features, applications and technology. It provides value not only to the company but also to the customers through a huge number of features which helps in saving time and energy. Ipad is comprehensively advertised on T.V., newspapers, magazine, radios and also on internet. It provides value by available at all the apple stores worldwide and apple website (online) also. Product description The ipad smooth tablet phone is like a bridge amongst an IPhones and Laptops. An ipad seems to be king size though it is more capable than iPods and iPhones. It measures 9.7 inch wide screen display with multi touch screen with 1024 x 768 resolutions which is lighter and......

Words: 1986 - Pages: 8

Free Essay

Mintel

...more effective for content owners to market directly to parents, rather than market to children and risk the message being lost before it can reach those with the purchasing power. SAMUEL GEE Senior Technology and Media Analyst CHILDREN’S MEDIA Issues and Insights December 2014 Despite high penetration, smartphones are less important to children The facts • There is a 25 percentage point difference between the proportion of children who have a smart TV in the home and the proportion that use the device; some 36% of children have the device at home, and 9% use it. • The difference for tablets is 28 percentage points; some 77% of children have a tablet in their home, but only 49% ever use the device. • For smartphones, the difference is 46 percentage points – the largest out of any device owned by Mintel. The implications The importance of technology to media producers should be judged by how frequently it is used by children, relative to its presence in their homes. Penetration alone is not enough to gauge the impact of devices. Smartphones may be some of the most commonly owned technologies in consumer households, but the low rate of usage of them by children suggests that their importance to their routine is not high. The most common digital activities that children carry out when second-screening, for instance, are playing games and then chatting to friends – both activities more enjoyably done on tablets or laptops, with more power......

Words: 1051 - Pages: 5

Premium Essay

Global E-Commerce

...Highly Developed Markets Joanne Bethlahmy, Paul Schottmiller Cisco Internet Business Solutions Group December 2011 Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 1 Executive Summary  Many retailers are ―going global‖ to capture a larger share of the $1.4 trillion e-commerce market  Leading-edge multichannel experiences are becoming the norm in highly developed markets around the globe  To compete, retailers will need to understand customers’ needs and expectations in each market, and deliver highly advanced multichannel experiences Source: Cisco IBSG, 2011 Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 2 1 Global E-Commerce Background and Challenges Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 3 E-Commerce 2015: $1.4T, Still High Percentage in Developed, Non-U.S. Markets E-Commerce Spending (US$B) $1,600  Global e-commerce, including travel, will reach $1.36T by 2015—13.5% CAGR over six years  This study focuses primarily on highly developed e-commerce and technology markets in Europe and Asia – Generally, high penetration of broadband and mobile, sophisticated delivery infrastructure – Example: U.K., Japan, France, and S. Korea will still represent almost 30% of the global e-commerce market in......

Words: 3098 - Pages: 13

Premium Essay

Acer

...Acer’s PC sales in India slip in third quarter: Gartner Taiwan-based Acer Inc (宏碁) saw its market share slump in India in the third quarter, hurt by weaker demand in the country’s consumer PC segment, market research company Gartner Inc said. The struggling computer maker held a 10.4 percent share of the Indian PC market in the three months ending in September, compared with a 15.7 percent share a year ago, Gartner said in its latest report. The shrinking market share left Acer ranked as the fourth-largest PC vendor in India, down two spots from a year earlier. It was knocked out of second place by US rivals Dell Inc and Hewlett-Packard Co (HP), which took advantage of growth in the commercial PC sector. HP doubled its market share from a year earlier to 32.5 percent in the third quarter to seize the top spot, while China’s Lenovo Group Ltd (聯想) trailed far behind in second with a 13.7 percent share and Dell ranked third with an 11.8 percent share, the report said. Indian vendor HCL Infosystems Ltd rounded out the top five with a 2.8 percent market share. The combined desktop and mobile PC market in India totaled nearly 3.2 million units in the third quarter of the year, 7.9 percent higher than in the third quarter of last year, driven by large government orders, according to Gartner. “Consumers accounted for 40 percent of total PC sales in the third quarter of 2013 compared to 47 percent in the third quarter of 2012,” said Vishal Tripathi, principal research analyst......

Words: 1220 - Pages: 5

Premium Essay

Vizio's Marketing Mix

...Product Vizio uses unprecedented technologies to ensure that their products are of the highest quality available. This approach has helped the company prosper and grow to great levels in the entertainment industry. Vizio now offers everything from multiple types of televisions (LCD, LED, 3-D) to home theatre products, tablets, and wireless routers. While their main product remains to be their televisions, the variety of products that they now offer are rapidly becoming popular amongst consumers in North America. Although Vizio’s newer products are a huge success, we believe that for now Vizio’s televisions would be the best product to offer in the Australian market. When looking at the high demand for television in the Australia market, it is easy to see why Vizio will not experience many obstacles in the selling of their televisions there. Being the number one media outlet for Australians, televisions are commodities that manufacturers are always competing with one another to try to gain the advantage in. Vizio has gained that advantage in their televisions and have used it to gain the upper hand on the companies in North America. They have recognized the desires of their consumers, and have thus used uncompromised technology to produce a product that is of incredible quality while offering it at a lower price than of competitors. In 2010, Vizio got the award for offering the highest rated LCD high-definition (HD) television. Their current lineup can even......

Words: 1176 - Pages: 5

Premium Essay

Aldi Example

...capturing more market shares and increasing company’s profits. Firstly, our team will describe the main problems to be confronted by ALDI. Then the goals and objectives of the project will be clarified, and the crucial factor for business future development is also listed. The following sector offers a full view of the business case. Specifically, this part contains the reasons and motivations for exploiting the new project, and the business case organizer. Additionally, the relevant environment conditions are described from several aspects in detail. Meanwhile, the current situation and opportunities are analyzed via SWOT model. After that a detailed description of assumption and obstacles about present condition and future projects is shown. Next, we provide two feasible options for ALDI, and we adopts several elements and methods to weigh both options. Then a constructive and enforceable recommendation and opinion is given through previous analysis. Finally, the implementation strategy of project will be identified briefly. * 1. Introduction Nowadays, online shopping in brick-and-mortar stores is a common consumer practice. Mobile devices, especially smart phones, have become a key tool for web shoppers (Turban, Volonino and R. Wood, 2012). Our business case is based on practical problem for ALDI that is the missing link to purchase goods from website and within the app. As of December 2013, ALDI was placed in the Top 3 of supermarkets in Australia in......

Words: 4571 - Pages: 19